Because, at most private universities, the scholarship you receive is based off of how much you will benefit the university, not your previous academic success. You think the goal of a university is to teach student.
You would be wrong (in a way).
Universities get grant money for research, and the only way to have research is to have researchers, which is why you may notice that most, if not all, of your classes in a university teach you how to do research, not work in the field. So, from an academic standpoint, the university’s primary goal is to produce researchers, not productive members of society.
Moving on, why does an athlete get a full ride with a 2.5 GPA? Why do some colleges “encourage” professors to give “more just grades” (aka: give them the A) to athletes on the popular teams? Because of all the benefits that come from having a good sports team: adverting for their university, game-day revenue, merchandising, in other words: money.
A university is a business and until you start thinking of it as one, you will not understand why they do what they do.
Why does my university sell more parking passes than it has spaces? Because money. Why does it constantly forget the commuting students and leave them out to dry? Because they aren’t paying to live on campus or use the dining plan. Why am I forced to pay money into a dining plan that siphons off some of the money I pay into it towards cash to be used at sports games? Because money.
Universities are, in today’s society, a business through and through. You will find professors who will counter that line of thinking and actually teach you, unlike the swarms of professors and books who are trying to make you fail, but they are few and far between.